Posted on July 30, 2020
As a follow-up to my appearance on the Keep Optimizing Podcast, I’ll be joining host Chloe Thomas on Aug. 4 and July’s other guests to talk about email marketing and answer the question: What should be on your to-do list right now?
We’ll be discussing the hot email marketing topics AND answering your email marketing questions, including:
- How do we capitalize on a lockdown-driven surge in orders?
- How do we recover if our sales have tanked?
- What should we be planning now to have success on Black Friday and Cyber Monday, and during the rest of the holiday season?
Keep Optimising Expert Panel Q&A Webinar
Date: Aug. 4, 2020
Time: Noon ET/5pm in UK
Duration: 1 hour
Chloe Thomas, host of Keep Optimizing
Chad S. White, Head of Research at Oracle CX Marketing Consulting
Gavin Laugenie, dotdigital
Joe McCarthy, Klaviyo
Kate Barrett, author of bestseller “E-telligence: Email marketing isn’t dead, the way you’re using it is”
Kurt Elster, Unofficial Shopify Podcast
Posted on July 28, 2020
The mailbox provider landscape continues to be dynamic, with ongoing unannounced changes to email filtering and reputation algorithms. That means ongoing headaches for email marketers.
During this 43-minute on-demand webinar, Oracle CX Marketing Consulting’s Clea Moore helps lessen the pain of these changes by catching you up on what the major mailbox providers have been up to so you can take action appropriately. She discusses the market share of the major mailbox providers in the US: Google’s Gmail, Microsoft’s Outlook.com and Hotmail, and Verizon Media Group’s AOL, Yahoo Mail, and Verizon.net. And then the talks about recent changes at those mailbox providers, including:
- Gmail’s rollout of Email Annotations
- Gmail’s filtering changes last fall that dropped unique open rates 2-3 percentage points
- How Gmail miscategorizing emails earlier this year demonstrate the dangers of having promotional emails appear in the Primary tab
- Early results from Yahoo’s test of BIMI
- How Yahoo’s early retirement of abandoned email accounts has caused a spike in bounces
- Verizon Media Group’s goal of monetizing promotional emails by selling view time optimization (VTO) and deliverability and performance feeds to marketers
- The migration of Outlook.com, Hotmail and Live.com accounts to Office365’s backend infrastructure
- The recent difficulties in warming up new sender IPs and domains with Microsoft’s mailboxes
- And much, much more.
Moore concludes by talking about the impact of the coronavirus pandemic on email deliverability and her four recommendations for how marketers can adapt to the ever-changing mailbox provider landscape.
Posted on July 21, 2020
Most major B2C brands and retailers will start planning for the 2020 holiday season soon, if they haven’t started already. Under normal circumstances, it’s challenging to accurately forecast, diligently plan, and effectively execute your holiday marketing campaigns. This year, with expectations of a second wave of coronavirus outbreaks and restrictions, most countries around the world slipping into recession, and global supply chains disrupted, it will be extra challenging.
Regardless, this year’s holiday marketing goal is the same as any other year: Every company must do their best to plan based on the information they have and then remain as flexible as possible to make adjustments along the way so they can maximize their holiday sales.
Based on research and analysis performed by Oracle CX Marketing Consulting, Head of Strategic & Analytic Services Clint Kaiser expects the following the 2020 holiday season:
- Significant risks to the customer experience
- Mobile will continue to grow in importance
- Communication will be even more important
For each of these anticipated challenges, Clint provides three to five action items to help you overcome them. For a full exploration of each of these…
Posted on July 16, 2020
I had the honor of presenting at Really Good Emails’ UNSPAM conference in March. It was special in part because the RGE team asked me to present the results of their annual industry survey. More than 1,500 email marketers completed the survey, which asked them about their time and experiences in the industry, how their companies do email marketing, and much more. The findings paint a picture of a growing and maturing industry, but one with plenty of growth pains and challenges.
To help illustrate some of those challenges, as well as the opportunities, I wove in the findings of a survey we did of Oracle CX Marketing Consulting’s more than 500 digital marketing experts. In that survey, we asked our consultants to rate 26 email marketing tactics and technologies in terms of current adoption and the impact they expected it to have during 2020.
My presentation is now available for non-attendees to watch, which I highly recommend. You’ll learn a lot about how your company’s email operations compare to others in the industry, how your email experience compares to your peers, and the challenges faced by marketers across the industry—just to name a few of the topics covered in this 42-minute presentation.
If you don’t have time to watch the presentation, Really Good Emails provides a thorough transcription of the presentation, too.
Posted on July 15, 2020
I am excited to be the first guest on Chloe Thomas’ new podcast series, Keep Optimizing. The series will look at a different marketing channel each month, starting with email marketing.
During the 51-minute episode, we discuss a wide range of issues, including:
- How I got my start in email marketing
- Why email marketing is a good long-term career, and how it teaches you the skills you need to graduate up into marketing leadership positions
- Why I wrote the first edition of “Email Marketing Rules”
- What best practices are and how they can help marketers
- How to align business goals and email marketing goals
- Having a campaign-centric vs. subscriber-centric approach to email marketing
- Whether benchmarks are useful or not
- The importance of managing inactive subscribers
- The best places to attract high-quality subscribers and where you tend to only be able to attract low-quality subscribers
- The two things that new email marketers should learn about
- What to test to make your emails better
- What are the best email key performance indicators
- What does the next 6-12 months hold for email marketing
For the full conversation…
Posted on July 14, 2020
It’s cheaper to keep a customer than find a new one. The same holds true for email subscribers—which also happen to be many of your best customers. That’s why it’s important for all businesses to minimize their email list churn, which can be a major drag on growing your email marketing audience and growing your business.
In this post, our email marketing consultants talk about:
- The 2 kinds of email list churn: passive opt-outs and active opt-outs
- 17 reasons why subscribers opt-out, recognizing that some are out of your control while others can be mitigated
- 8 strategies for reducing email list churn—early on, in the middle, and at the end of the email relationship
For a full discussion of all of that…
Posted on July 10, 2020
Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle CX Marketing Consulting’s more than 500 digital marketing experts.
The third quarter is focused on the final prep for the start of the holiday season. In this Holiday Marketing Quarterly, we cover 6 areas:
- Campaign Planning
- Workload Management
- Contingency Planning
- Audience Optimization
- Performance Monitoring Plans
- Solidify Your Tech Stack
For details on each of those…
Email Deliverability Quarterly: CCPA Now Being Enforced, Coronavirus’ Deliverability Impact, and More
Posted on July 7, 2020
Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes.
To help you avoid trouble, the Email Deliverability Services team at Oracle CX Marketing Consulting shares the latest news and tips for what to watch out for in our latest Email Deliverability Quarterly.
In this post, Daniel Deneweth and Heather Goff explain how the following news and events will impact marketers’ email deliverability:
- CCPA Goes into Enforcement Without Delay
- COVID-19’s Business Disruptions May Cause Deliverability Challenges for Some
- New Mailbox Provider, Hey.com, Launches with DIY Deliverability Screening
- Email Inbox Collective Uses Paid Recipients to Influence Spam Filtering
For the full discussion of each of these issues…
Posted on July 2, 2020
Must-read articles, posts & reports
Marketing in the New Normal (Mathew Sweezey)
Social Distancing Is Changing the Way We Write. That’s a Problem. (MarketingProfs)
Emojis in Email Subject Lines: Advantage or Impediment? 👍 👎 (Nielen Norman Group)
Insightful & entertaining tweets
I love it when people who thought email wasn’t a relevant channel at startups I used to work at reach out wanting me to give them email advice when they’re starting their own company.
— Kristin Bond (@EmailSnarketing) June 15, 2020
This. This right here is the name of the list I just unsubscribed from.
We aren’t even trying. pic.twitter.com/qRu9DTAaSa
— Michael J. Barber (@michaeljbarber) June 23, 2020
Just me and my friends talking about something you should be talking about too. pic.twitter.com/hug0xaajZk
— Val Geisler 💌 (@lovevalgeisler) June 17, 2020
Noteworthy subject lines
Fandango, 6/6 – Spotlighting Black Cinema
Everlane, 6/4 – Every Action Counts
ModCloth, 6/16 — 🌈 Happy Pride Month! 🌈
Williams Sonoma, 6/22 – Williams Sonoma x The Trevor Project. United Together.
Gap, 6/27 – Celebrate love in new Gap X PRIDE
Macy’s, 6/2 – Not a Dad joke: Father’s Day is sneaking up on us
Uncommon Goods, 6/14 – Celebrate your father figure with a fitting gift
Michaels, 6/18 – Last-minute ways to show Dad he’s #1 🏆
Olive Garden, 6/23 – Start a New Tradition: Takeout Tuesday
Williams Sonoma, 6/16 – The ultimate Taco Tuesday menu
Applebee’s Grill + Bar, 6/18 – Did someone say, Free Delivery?
Office Depot, 6/5 – 😷 PPE for your workspace
Gap, 6/25 – New face masks are here!
Everlane, 6/12 – 100% Human Face Masks
Staples, 6/5 – Your business comeback starts here + save on reopening essentials.
Staples, 6/23 – 5 ways to promote your reopening.
Office Depot, 6/6 – Which chair is perfect for you?
Gap, 6/3 – This shirt if virtual-meeting approved
Men’s | Saks Fifth Avenue, 6/5 – Because we’ve actually kinda missed wearing jeans…
IKEA, 6/29 – Consider this your staycation itinerary.
GapCash, 6/7 – Get in staycation mode
Crate and Barrel, 6/23 – Summer nights are magic sale + styling tips
Big Lots, 6/25 – Save BIG on backyard fun!
Lowe’s Home Improvement, 6/23 – Beach in your backyard? Coming right up!
Target, 6/27 – Next step: summer sandals.
Quiksilver, 6/14 – The Best In Sun Protection
Walmart, 6/23 – Fresh, fun ways to be a BBQ boss this summer 😎
IKEA, 6/10 — Why are calm spaces so important for kids?
Panera Bread, 6/2 – Chad, lunch? ✅ Groceries? ✅ Free delivery? ✅✅
Williams Sonoma, 6/11 – 🍳 ☕ 🍓 The best part of breakfast
Williams Sonoma, 6/6 – Let’s do brunch ☕🥐🍓
Williams Sonoma, 6/8 – A drink for any time of the day ☕🍹🍷
Petco, 6/22 – Save 35% on your first Repeat Delivery!
Patagonia, 6/27 – A Macro Puff Quilt made from leftovers
Zales, 6/1 – Say “YES” to 20-40% Off All Engagement & Wedding
LifeWay, 6/8 – 👰 Missing a wedding? Mail gifts to the Mr. & Mrs.
Michaels, 6/28 – Join us on Zoom to learn crafts from other makers!
Bass Pro Shops, 6/6 – Free Opry livestream TONIGHT!
Bass Pro Shops, 6/27 – TONIGHT: Watch Keb’ Mo’ and Brad Paisley at the Opry
New posts on EmailMarketingRules.com
Posted on July 1, 2020
Having a successful holiday season takes year-round effort, but there’s no more critical time than late summer and early fall. One of the decisions you make during this time is which days to send campaigns on. It’s a choice that can have a significant impact on the performance of your campaigns.
In this webinar, Oracle CX Marketing Consulting’s Clint Kaiser, Doug Sundahl, and I share research into the performance of email marketing campaigns on certain days during the holiday season. Is sending on Black Friday and Cyber Monday worth it? What are the best days to send in early November? How do campaigns perform on Green Monday, Thanksgiving, and Christmas Day? We will answer all of those questions and many more, plus we’ll talk about some broader trends you should plan for this holiday season.
Choosing the Best Days to Send Email Campaigns This Holiday Season
Date: July 15, 2020
Time: 1pm ET/10am PT
Duration: 1 hour
Clint Kaiser, Head of Strategic & Analytic Services, Oracle CX Marketing Consulting
Doug Sundahl, Senior Director of Strategic & Analytic Services, Oracle CX Marketing Consulting
Chad S. White, Head of Research, Oracle CX Marketing Consulting